Raiffeisen Bank International makes the Marketing Automation Strategy Come True with Adastra’s Help

It is already more than one year since Adastra delivered the „Technological Upgrade of the Retail CRM“ project for Raiffeisen Bank International. An activity with a clear vision towards Marketing Automation, Data-Driven Customer Engagement, Digital Personalization, and Customer Experience. It was not a one-time activity, it was a start of long-term and very fruitful cooperation in order to make these plans come true.

It is already more than one year since Adastra delivered the „Technological Upgrade of the Retail CRM“ project for Raiffeisen Bank International. An activity with a clear vision towards Marketing Automation, Data-Driven Customer Engagement, Digital Personalization, and Customer Experience. It was not a one-time activity, it was a start of long-term and very fruitful cooperation in order to make these plans come true.

What solutions we delivered

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We currently coordinate, consult, and support the projects rolled out in more than 5 countries out of 13 scoped and for 4 additional banks products.

Adastra consultants helped with the project preparation phase, which included a very intensive period focusing on the discovery of strengths, weaknesses, and selection of suitable modern tool-stacks. We are also currently present and helping with the project delivery of Omnichannel Campaigning Tool, Customer Data Analytics Foundation and Real-Time Data Processing Infrastructure.

We supported RBI with the organization of the program in an Agile manner including Scrum and Kanban methodologies which we have applied in each project stream respectively. An Agile playbook was put together, serving as a guideline throughout the whole duration. After the official kick-off, our Scrum master initially defined the stream backlogs with each Product owner, facilitated all ceremonies (sprint plannings, reviews, retrospective sessions, and daily stand-ups), and after an increase of scope onboarded new Scum masters. As time went by and new countries started adopting the Agile project management for the initiative, we were there as their backbone and inspiration for local set up.

But the responsibility doesn’t end up here. We currently coordinate, consult, and support the projects rolled out in more than 5 countries out of 13 scoped and for 4 additional banks products. Our coordinating activities bring together all internal and external project parties, different departments, and different experts from several corners of the company.

“Technological improvement of retail CRM is one of the highest priorities of the RBI Group. We have been cooperating with Adastra on this from the very beginning. Thanks to its experts, we were able to identify key gaps in a short time and come up with a design of fit-for-future architecture.”
Igor Sopcak – Retail CRM Strategy Manager and Zana Pekmez – Head of Customer Intelligence Analytics Products

And first results?

Together with RBI teams and vendors, we managed as one single goal-driven team, in all above-mentioned counties and bank products, to achieve full legal and technical compliance and enablement of several communication channels. Through enablement, the local banks started using them for business as usual in a short period. Automated data pipelines are being developed internally and are already in an intermediate stage.

Selected countries are already leveraging from stream products such as micro-segmentation based on customer behavior and campaign management tool. Also, we drive several internal initiatives to become a part of the omnichannel environment, which will enable frontlines with personalized campaigning, customer feedback, modeling, and customer advisory and also with other digital channels to create during 2021, a fully integrated infrastructure for consistent omnichannel customer communication.

 

Stay with us to follow further progress or contact us if you want to experience the same successful project moment.

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streams program

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Ľuboslav Gabaľ
Business development director-international